Advancing First Horizon Bank’s customer relationships

First Horizon Bank is a leading Southeastern financial institution with 400+ banking centers and over US$80B in assets. The bank fundamentally views having a thorough understanding of what customers want and need as a key differentiator and builds products around its relationship solutions.

Driven by that mission, First Horizon Bank sought to modernize its customer rewards program to further deepen client relationships and set itself apart from regional and national competitors. That search ultimately led the bank to deploy FIS® AI 360 to reward its customers based on the total value of their banking relationship – not merely on transactions conducted.

Differentiating with rewards that recognize the relationship

First Horizon embarked on a several-month-long process to explore the variety of rewards programs offered across the industry. It chose AI 360, a highly configurable solution that recognizes account holders for the total value of their relationship rather than rewarding only for purchasing activity in a specific account area. With AI 360, customers are rewarded across factors like types of accounts held, account balances and engagement with products and services. The deeper the relationship had by the customer, the richer the benefits will be.

Finding a partner that understands the vision

Tyler Craft, SVP at First Horizon Bank, notes FIS' clear understanding and collaborative approach.

“Beyond the foundational knowledge that FIS could deliver our desired rules engine product, the FIS team’s clear understanding of our vision made the difference. From the initial meetings, First Horizon and FIS teammates were building on one another’s ideas and collaborating to envision the path to delivery and growth over time.”

The noticeable payoff of rewarding the relationship

Since implementing AI 360, First Horizon has seen impactful results. Increases in checking product growth, average customer balances and deeper relationships in the new product set demonstrate the program's success. Looking ahead, the bank plans to expand AI 360 usage beyond the checking product suite, utilizing its rules engine and integrations across bank data and systems.